Digital creatives Paul Chappell and Craig Brown create ‘The Elevenses’ online campaign to raise funds for the famine in East Africa
A fundraising campaign is calling on every Australian to donate $11 for people affected by the famine in East Africa by the 11th of November this year.
The Elevenses started as the idea of Melbourne-based digital marketer Paul Chappell and has developed in partnership with his friend, Craig Brown.
Says Chappell: “The worst drought in over 60 years has left hundreds of thousands of people displaced and at risk of starvation and deadly disease in a part of Africa that is unstable at the best of times. It’s a complex situation, which is why we wanted to create a simple solution.The Elevenses simply asks that you help save lives by donating $11 by 11/11/11. It’s easy, affordable and achievable. Just one dollar can feed four starving people, so it’s very easy to see just how far your $11 can go.”
All money raised through The Elevenses website will be channelled through to charities that are making the most impact on the ground in East Africa. When donating, people have the choice of which charity will receive their donation, with charities to join the charge so far Red Cross, OxFam, UNICEF and Save The Children.
Chappell added: “We only have a few weeks to reach our huge donation target of $1.1 million. But quite literally, some 750,000 lives need saving today, not tomorrow. We’re grateful for any support that people can afford to give, be it $11, $111, $1,111 or another amount.”
The Team Behind The Elevenses
The person behind the initial idea is Paul Chappell, an ex creative director and now strategist with a digital agency in Melbourne. He shared the idea with his friend, Craig Brown, creative principal at Arteria Studio. By the end of that meeting The Elevenses was born. Paul and Craig have worked together before on campaigns, but nothing as ambitious or urgent as this project. With the support of The Everyday Hero fundraising platform, they have found an efficient way of raising funds for the selected charities.
Minimising administrative fees and ensuring the aid agencies are transparent with their allocation of funds has been Paul’s main priority, while Craig has been pulling in every favour he’s owed to get the website and social media sites ready for launch.
Facebook: The Facebook page is up and running and will play a big part in raising awareness of The Elevenses.
Twitter: Making sure there’s plenty of buzz in the Twitterverse is another way The Elevenses will keep the conversation -and donations- going. Follow the tweets
6 Comments
for rememberance day?? where’s the tea and biscuits? does any other British people find this all too weird?
Agree. Get your own day. Good cause, bad choice of day.
I allus has wan at eleven
PR+S We are encouraging workplaces to put on a morning tea (Elevenses) to raise funds. They can do that anytime.
Ned, fair point but this campain is not about a day, it’s about setting a deadline for people to donate. We hope most people will participate well befre 11/11/11.
Cheers, Paul
Love it! Nice to see something good being done
Bloody great work guys!!
And to the knockers, I didn’t realise it was so un-British to remember war dead AND donate to a great cause on the same day.
Stop whining and give ’em 11 bucks.